Doing Market Research with your Seattle Public Library card

PHOTO BY CC ATTRIBUTION FROM LUZ BRATCHER ON FLICKR

A L IBRA RY C A RD C OULD BE YOU R T IC K ET TO FR EE MA R K ET R ESEA RC H !

THE LIBRARY CAN HELP

We answer questions• Phone

• In-person

• Chat

• Email

• Referrals

https://www.spl.org/ask/

THE LIBRARY CAN HELP

We buy tools you can use• Print

• Electronic subscriptions

• E-books

• Media

https://www.spl.org/library-collection/

Many electronic tools can be accessed outside the library with a library card

QUALIFY FOR A FREE LIBRARY CARD

• Based on where you live, work, go to school, or own property

• Reciprocal agreements between library systems

• Different libraries have different tools

• Ask library staff for help getting a card

http://www.spl.org/card/

INFORMATION SMALL BUSINESSES NEED

• Information about other companies (models, reliable clients/partners, or competitors)

• Market Statistics (sales by business type, demographics)

• General handbooks and guides (startup, management, and marketing guides)

IN OCTOBER 2013 THE NRF ESTIMATED THAT AMERICANS WILL SPEND

$330 MILLION ON PET COSTUMES

The (not so) spooky stats for Halloween 2013 Kathy Grannis September 25, 2013National Retail Federation’s 2013 Halloween Spending Survey

INDUSTRY CLASSIFICATIONS

S T A N D A R D I N D U S T R Y C L A S S I F I C A T I O N

S I C C O D E SN O R T H A M E R I C A N I N D U S T R Y

C L A S S I F I C A T I O N

N A I C S C O D E S

photo by CC attribution from Josh Sanders on flickr

photo by CC attribution from Josep Ma. Rosell on flickr

http://www.census.gov/naics/

Searching by code can be efficient

NAICS 453910 Pet and Pet Supplies Stores

SIC 5999 Miscellaneous Retail Stores

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DEMOGRAPHICS BY PRODUCT OR SERVICE

• Profiles characteristics of best customers

• Typical expenditures

• National statistics

SMALL BUSINESS SOURCEBOOK

Locate sources on an industry• Reference works• Trade journals• Industry associations• Trade shows

Puget Sound Business Journal

Seattle Daily Journal of Commerce

LOCAL BUSINESS PUBLICATIONS

Print onlyElectronic in-library access

BUSINESS RATIOS

RMA D&B Troy Almanac

In print at the Central Library

US ECONOMIC CENSUS

• Updated every 5 years – (2012 data being rolled out)

• Access through American FactFinder

• Sales/receipts by industry and geography

• Might be the most accurate sales figures for an industry in a given geography

• Statistically protects individual company information

GENERAL BUSINESS GUIDEBOOKSHow to Write A Business Plan by Mike P. McKeever

Small Business Start-up Kit by Peri Pakroo,

Legal Guide for Starting & Running A Small Business by Fred Steingold

Start and Run a Pet Business by Heather Mueller (industry specific)

Management, marketing, accounting, guides and much more…

Dewey 658 and 340 – large sections, ask for help

MANY OTHER USEFUL RESOURCES

IF YOU ONLY REMEMBER ONE THING…

We answer questions• Phone

• In-person

• Chat

• Email

• Referrals

https://www.spl.org/ask/

WE ARE HERE TO HELP!